JEWISH FOR GOOD | WEBSITE AUDIT AND REDESIGN

How can we merge two antiquated websites into one fresh one that highlights the work of the nonprofit while also ushering in the organization’s rebranding?

Overview

In October of 2018, The Jewish Federation of Durham-Chapel Hill began a multi-year rebranding process. In preparation for the unveiling of the rebrand, a comprehensive website audit was needed of two distinct websites - one that highlighted the Jewish Federation and one that highlighted the Jewish Community Center (JCC). Ultimately the goal was to take both of those websites down and create a new one that ushered in the next era of this organization - now known as Jewish for Good.

What I did

Over the course of nearly two years, I worked closely with C-Suite and Board members to envision and articulate what the new online presence would be. I also partnered with our third-party marketing firm to develop and bring to life a fresh new brand and outlook for the future. Ultimately I sifted through 100s of pages of content to distill what was needed and added the new branding and messaging to a single updated mobile-responsive website.

2. Define 

• Defined our primary users: active older adults and young families

• Synthesized new content with edited existing content to create final copy for new website.

• Defined a new sitemap (IA) that combined the best of the two previous sites into one more streamlined and updated site.

• Problem Statement and How Might We Statements

User Personas

While the timeline and budget prevented me from developing fully fleshed-out personas, I did work with two categories of people who I knew to be our main users: active older adults and young families. This information came from JCC membership data as well as Google Analytics.

Content Creation

I worked hand-in-hand with the CEO, the Director of Marketing and Communications, and all of the other staff members to draft final copy for the new website. I also handpicked the numerous photos on the site. Finally, I created original graphics to be used throughout the site.

New Sitemap

We created a new sitemap that highlighted a major aspect of our rebrand: the unveiling of our three major departments, Giving, Living, and Helping. By organizing the website in this way, we reinforced the new structure of the organization as well.

Problem Statement

Visitors to the existing websites are confused. People don’t understand why there are two distinct ones (one for the Federation and one for the JCC) and they don’t understand how they are related. Users want to engage more with the activities the nonprofit offers, but are often confused and frustrated by the websites. Finally, neither website performs well on mobile, leaving countless users unable to access the sites at all.

How Might We Statements

1. How might we merge the two websites into one cohesive website that better reflects the mission and vision of the nonprofit?

2. How might we make it easy and intuitive for users to find and sign up for events, classes, and camp?

3. How might we better convey the mission and breadth of the organization so as to inspire people to become members and/or to donate?

4. Deliver

Usability tests were conducted with the Jewish for Good Board members. Each member provided feedback about what worked and what didn’t work during a two week period. Revisions were made based on the testing before the final website was launched — along with the rebrand.